Retailer of the Week

Maria Grazia Braglia, owner, E35, Modena, Italy

Named after the longest European route running from Amsterdam to Rome, the E35 store of Modena likes to appeal to its customers’ emotions and simultaneously evoke a travelling state of mind. “People like to be advised and taken by their hands”, comments owner Maria Grazia Braglia. “And they like it when someone shows them products that touch their emotions and make them create their very personal and unique wardrobe.” Interview by Maria Cristina Pavarini

What are the current bestsellers and why?During the last seasons our bestselling brands remained Scarti-Lab, B-Sbee, Local, Levi’s Vintage Clothing, Levi’s Made & Crafted, Naked & Famous Jeans, Majestic, Folk and above all, Freitag. In fact we sell around 3,000 Freitag bags per year. I think the reason for the success of these brands is the fact that they all convey an emotion to my customers. It’s the main reason why people buy nowadays. Also, the success of the Freitag brand is tied to the emotion of travelling. As you know, this line of bags is all made out of recycled truck tarps. Besides, my store’s name is inspired by the longest European route – E35 - that runs from Rome to Amsterdam. People love ideas that bring back emotional memories of travelling. And likewise travelling is tied to the idea of bringing you somewhere else. This store was born in 2004, mostly focusing on small curious objects. From 2008, it started offering accessories as well as apparel – both for men and women. Now it is selling 70% apparel and 30% accessories. Plus, we have newly added a selection of beauty products.

Did you add any new labels to your assortment?Libertine Libertine (man and woman), VVKidz debuting with its first collection, Antipast for women, and Norse Project.

Do people buy according to their favorite brand, style, or impulse? As I said before, they mostly buy what touches them emotionally. In general, they like the idea that a salesperson communicates emotions and assists them with ideas that help them create their own wardrobe and an own peculiar style. People like to be taken by the hand and advised. For instance, yesterday a client returned to my shop very happily because I suggested him to wear his new Naked & Famous raw denim while showering...We sell many raw jeans such as Big John and Momotaro, a brand offering jeans that weigh up to 32 oz. Last winter we even sold unwashed 19 oz jeans...this type of products are not that easy to find. That’s why I say that we sell emotions here.How do you inform yourself about trends? How do you communicate with regular customers? We mostly read trade magazines, visit blogs and spend time on social networks such as tumblr.com. Plus - more than everything – word-of-mouth is our main source of information and means of communication.

What are the most important trends, in general?Retro styles, colorful items, allover, floral and animal prints as well as traditional materials reinvented in a modern way. Organic and bio beauty products will also be very cool. And – after all - do trends truly exist?

How does your store differ from other stores?Modena was never an interesting city in terms of research. We consider ourselves as forerunners in scouting for new brands throughout the past ten years. Our success has given life to a group of stores who started looking at us and now follow our footsteps.

What do you like about your customers?Their clear an international-minded taste.

How important is the interior, the atmosphere and the whole package? For a store like ours, selling men’s, womenswear, accessories and beauty products, a good slice of our message is certainly conveyed beyond the classic standard multi-brand apparel store. Through our offer of brands and interiors we rather create visual messages that are never taken for granted.